Neglecting the Risks: The Irrationality of Health Behavior and the Quest for La Dolce Vita

The paper is a discussion of personal risk taking and risk perception in the field of health-related behavior. It reviews work on addictions, which has shown the difficulties of impulse control in the pursuit of long-term commitments. Such long-term commitments are typically in conflict with temporary and strong urges to indulge in seeking pleasure and comfort. People know and do not know, at the same time, the likely consequences of their behavior, and relapses in addictions are very common. Risk perception research has elucidated some of these points and shown that people see risks as very different for themselves and others, especially lifestyle risks. This difference is related to the notion that they can control their own risks, while others neither can, nor want to, exercise such control. Hence, own competence and motivation is overestimated, and that of other people is underestimated. Wishful thinking further contributes to irrational tendencies. Campaigns intended to change risk-taking behavior run into very difficult resistance due to these factors, and risk messages may be interpreted as pertinent to others rather than oneself.